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Branding for a maternity hospital, The Birthplace, Hyderabad

The Brief – To design an identity for a maternity hospital in Hyderabad. A birthplace is about birth at many levels. The birth of a child in turn gives life to many, myriad relationships - the birth of a Mother, of a Father, of hope, of new beginnings, of an all new journey; among other 'births.’

A simple, fluid, letter B features a line that connects the outer protuberance of the letter to the blossoming heart inside representing the life growing within. A delicate symbolism of the deepest, strongest bond on earth – that of mother and child connected by the nurturing Umbilical cord. The identity in some explorations indicates the progression of the baby over 9 months in the gradual blossoming of the heart motif in size till birth, when it is no longer within its Letter B womb, but outside: a living, breathing entity.

Branding for a maternity hospital, The Birthplace, Hyderabad

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THE BRIEFThe Birthplace should not bebranded as a hospital as our lady isnot suffering from any diseases, itsjust a new phase in her life, hertransformation to motherhood. Sothe hospital set-up should change.The lady should feel at home.

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In the healthcare industry, brands are chosen bypatients on trust. People consult their friends,colleagues and family members before choosing aparticular doctor. There is no rational spreadsheet orframework available. That being so, it all boils downto trust.Word of mouth is the most important tool.So brands are nothing but a symbol of the trust whichsymbolizes assurance, consistency and tells youwhat to expect.

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HOW CAN WE BUILD RELIABILITY?• Successful deliveries• Not forcing C-section• Genuine care for the to be mother• International Birthing Facilities• Educating the lady about pregnancy• Credible and known doctors

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HOW CAN WE DELIGHT OUR GUEST?• Library in the Hospital.• Provide the comfort of her house in the hospital• Love and support by the staff• Post delivery - Decorate the room, champagne etc for guests.• Brand the clothes of the child with mom and dads name.• Bedside Photo-frame• Choice of her food & drinks. Personal Attention from the chef• Family warmth and support by staff-members• Customized pillow and bedcovers with family pictures• Surprise her. If possible a baby shower in the 7th month• Gifts for her. Connect with the patient emotionally

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HARNESS THE POWER OF SOCIAL MEDIATO ANNOUNCE “BIRTHS”?• Kiosks in the hospital to access face-book, twitter etc.• Customized Badges to share with friends and family• Family Tree smart phone apps.• Upload videos and notes from the mother• Online baby book by the hospital

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LOVE AND MOTHERHOODMOTHERHOOD: ALL LOVE BEGINS AND ENDSTHERE. ~ ROBERT BROWNINGTHE MOST POWERFULEMOTION IN LIFE MAYBE THE LOVE OF A MOTHERFOR HER CHILD.A MOTHER UNDERSTANDS WHAT A CHILDDOES NOT SAY.- JEWISH PROVERB

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There is nothing whichcan explain a motherslove for a child.Love isthe strongest emotionassociated withmotherhood. It happensintuitively and naturally.

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BRAND IDENTITYThe logo explores the deepest bonds between themother and the child, the bond of love. Umbilical Cordis the only means of connection between the maternalbody and the child. This amazing link providesnourishment to the growing child inside womb of themother and it is a natural and an enormous wayin which the mother gives her own being to the baby.So the umbilical cord can be regarded as the flow of life.